Genetic engineering techniques are emerging as crucial tools for addressing global food challenges. Consumer resistance however remains a major barrier to their adoption. This study explores whether framing genetical engineered foods around specific food values can increase consumers' acceptance and willingness to pay. Using a random effects interval regression model to analyze data from 1,000 Italian consumers across five staple foods, we find that food value-based messaging significantly influences attitudes and willingness to pay. This study presents an innovative approach to reducing resistance to genetic engineering techniques, highlighting the strategic role of food values in science communication and policy-making.
Selvaggi et al. (Tue,) studied this question.